GGT is facing a threat to its pounds 6 million UK Le Shuttle
business as the brand’s Eurotunnel parent seeks a ’strategic’ marketing
partner to help present a more unified approach to its brand on both
sides of the Channel.
Le Shuttle’s above-the-line spend is divided between GGT in the UK and
DDB Paris on the Continent, while it also has contracts with up to 13
other suppliers, including TMD Carat, its UK media buyer. Most of these
contracts come up for review over the next 12 months.
Mike Elms, purchasing manager for Eurotunnel, said he was looking for an
organisation that could demonstrate experience in the UK, Germany,
France and Belgium. The successful shop will help devise an
international marketing strategy and, if appropriate, help implement
both above- and below-the-line advertising.
’The agency we’re looking for will get involved at a strategic level to
decide the best advertising to adopt,’ he said. ’We’re calling it the
’angel on the shoulder’ approach.’ The shop may create the advertising
as well as the strategy. ’As long as it can operate with two hats on,
we’re not going to be opposed to that,’ Elms said.
Gibory, the French arm of the UK’s Advertising Agency Register, helped
Elms prepare a prequalification questionnaire which will be sent out to
suitable agencies that have replied to an invitation to tender published
in OJEC, the journal of the European Commission. This closed on
Wednesday for a contract of up to three years as from 1 April 1998.
BST-BDDP, which merged with GGT, won Le Shuttle’s claimed pounds 10
million UK account in April 1996 after a pitch against the incumbent,
A spokesman for GGT declined to comment on whether it would pitch for
the European role.